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Content Marketing 101: What is a Call-To-Action?

The post Content Marketing 101: What is a Call-To-Action? appeared first on HostGator Web Hosting Blog | Gator Crossing . You want to prompt your website visitors to take some sort of action. That’s the main point of having a website, to ultimately influence users to do something. The something that they do—whether it be signing up for a newsletter, signing up for a free trial, or buying a product—is called a call to action (CTA).  A strong call to action is essential to the success of any website, whether or not you’re using it to sell products and services. Some examples of calls to action include: Download our free ebook or industry report Sign up for a free trial Register for our free webinar View a demo Sign up to receive a free coupon Order now and get a discount   Why Have a Strong Call to Action? There are three main reasons for having a strong CTA on your website: Provides direction to your users. If ever your users are unsure of what to do with the information you provide them, a call to action gives them a clear step to take next. Measuring the success of your site. You can tell how your website is doing with the public from the number of visitors you have vs. the number of people who accept your CTA (otherwise known as a conversion rate). Adds an objective to your website. Your call to action leaves no doubt as to what your website is about. For example, if you visit the Adobe Photoshop download page, you know immediately that they want you to download a free trial.   How To Create One Creating an effective CTA requires some marketing knowledge, but it’s nothing you can’t pick up quickly. Here are some tricks to use in creating one that will catch eyes. Use actionable language. This might seem obvious, given the “action” in “call-to-action,” yet the internet is still full of vague language and information. Be clear about what you want your prospect to do. Use exact language. “You can register for our newsletter here” isn’t as strong as “Sign up for our newsletter.” Point out benefits. A CTA should be brief, but you can still express benefits in just a few words. State that the report they’re downloading is industry award winning, or that it will teach them profitable secrets to increasing their sales. Point out that the free trial is for 30 days and comes with 24/7 email support. Basically, give your customer a reason to respond to your call. Offer an incentive. A report published by Small Business Trends found that of the 200 small business websites they surveyed, 96% of them didn’t offer any sort of industry report, white paper, or otherwise helpful incentive. People like “insider” information, and offering it in the form of a free download makes it even more appealing. Keep it simple. You don’t want to overwhelm or confuse your visitors, so limit the number of CTAs you have on your website. For instance, Hubspot has three CTAs on the bottom of their homepage: Call us, request a demo, or start a free trial. You also want to keep the amount of information you collect from your visitors to a minimum. The marketer in you might be tempted to collect lots of juicy demographics, but a CTA form isn’t the place to do that. Studies have found that the more fields a response form has, the smaller the website’s conversion rate. Keep it simple, and you won’t overwhelm your visitors. Make it stand out. Your call to action should stand out from the rest of the page, and be in a place where users can easily locate it. Choose a contrasting background color, and place it above the fold where people can see it immediately. Some internet marketers would argue that a call to action need not always be above the fold. Just keep in mind that you want it to stand out to your audience and prompt them to take immediate action. Have it on every page. The same Small Business Trends report found that 72% of the surveyed websites didn’t have a CTA on any of their internal pages. The chances of a conversion increase when the site visitor always has access to the CTA, so make sure you include it in the same spot on all of your pages.   Having a strong call to action is an overlooked yet fundamental part of optimizing your website for conversions. Whether building a prospect list, rallying activists, or getting your name out there as a blogger, CTAs add needed direction for both the website itself and your visitors. Now that you know the importance of it, there’s no reason not to have one! Continue reading

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Blogging 101: How to Be a Better Blogger

The post Blogging 101: How to Be a Better Blogger appeared first on HostGator Web Hosting Blog | Gator Crossing . There is no shortage of advice out there on how to be a better blogger. It seems everyone has their own take on what it means to succeed in the blogosphere. That’s because successful blogging is a multifaceted accomplishment, requiring you to be more than just a good writer. Blogging requires an amazing amount of focus, determination, and (overall) passion about the topics that you’re blogging about. Read on to see what it takes to make your blog successful.   Get Direction What is the purpose of your blog? You should be able to answer this question before you ever start writing. For this reason, it’s a good idea to have a mission statement. You don’t have to define your blog too narrowly, or publish your mission statement for all to see, but having one written down will help to guide you with each new piece of content you write. Next, establish three to five topic buckets. As blogger Mark Collier puts it, topic buckets fold under the larger umbrella of your website’s purpose. For example, if the focus of your blog is to help people with personal development, you might choose motivation, productivity, wealth management, and relationships as your topic buckets. All of your categories would fall under one of these buckets, and every one of your blog posts would fall under one of your categories.   Be Consistent A blogger who only publishes when he feels like it isn’t very likely to have an audience. The truth is, you won’t feel like writing most of the time. However, if you want to create an audience, you will need to blog consistently, whether it be a few times a week or a couple times a month. The important thing is to let your readers know what to expect from you. Keeping an editorial calendar is a great way to stay on track with your blogging. You might also consider writing blog posts in batches instead of one at a time, and publishing each one when the time comes. When you plan ahead, you’re more likely to succeed in staying consistent with your blog.   Appearance Matters Human beings are very driven by visual appearance, so you can bet that a user’s first impression of your blog will include the appearance of your website. Your website appearance should reflect your personal style, your business brand, and/or the aim of your blog. Keep this in mind if choosing a theme for your blog. It’s also important to keep your pages clean and clutter-free. If you have distracting pictures, animations, old content, or banners that don’t contribute to the overall look of your site, then it is time to clean them up. If you have a lot of pictures on your website, consider using a photo gallery theme to keep things in order.   Be Creative Coming up with content ideas is probably the most difficult part of blogging, so mastering the art of idea generation is one of the best things you can do. First off, you should keep a running list of blog post ideas that you can refer back to. From there you can come up with ideas in a number of ways. Spend an hour or two each week brainstorming topic ideas. Just write down everything that comes to you, no matter how unpolished the idea seems at first. Sometimes they just need some time to marinate. Set Google Alerts for your chosen topics and see what news items you can write on. Visit sites like Yahoo Answers and Quora to see what people are asking about in different categories. Create blog posts around reader emails. Ask readers directly what topics they’d like you to address.   Stay on Task If you have trouble staying on task, then there are a number of tools that can help. Ommwriter is a free tool that creates a writing space within your desktop, and even provides ambient music and appealing keyboard sound effects. Time Doctor is another great tool. Not only does it track the amount of time you spend on a task, but it also checks up on you, should you drift off to Facebook or YouTube. A lot of bloggers have had great success with Focus Booster . This little program uses the Pomodoro technique of working for a set amount of time followed by a short break. Which ever tool you use, the most important thing is that you choose something that works for you and follow through with it.   Get Out More As much as productivity and focus matter in blogging, unplugging and living your life is just as important. Neglecting your other hobbies and passions in favor of blogging can not only drain you, but it can also hurt your writing. As Vincent Van Gogh once said, “Whosoever loves much performs much, and can accomplish much, and what is done in love is well done.”   Though blogging can sometimes be a challenge, it can also be a great joy when your audience appreciates what you do. Remember that no great blogger became that way overnight, not even Seth Godin or Brian Clark. Use these tips to improve on your blogging life, and watch your efforts blossom as a result. Continue reading

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The Wheel Turns: From Pay Per Click to Pay Per Gaze

Although Google Glass won’t be on sale until 2014 and it will be years before the futuristic technology penetrates the device market far enough for advertisers to invest in its instant and interactive capabilities, Google has just been granted it’s “Pay Per Gaze” patent, so it’s certainly hitting the thoughts of your PPC agency , website designers and webmasters. Adwords was introduced in 2000 and PPC as we know it began in earnest in 2002; a multi-million dollar industry of which advertisers and digital marketing specialists are keen to explore every new opportunity, where each new device and platform translates to just that: a new opportunity.   The Google Pay Per Gaze Patent Google’s pay per gaze patent was filed for back in 2011 for a “head mounted gaze tracking device” which would send images from the direction of the wearers “gaze” to a server, that server would identify relevant adverts and charge the advertiser. The patent is not just limited to online advertising but can also relate to advertisements in the users environment which they view and interact with but Google has been a little non-committal about whether it will be implemented at all, inferring that not all patents get developed into products. The patent also suggests the capability to assess a user’s emotional response to an advert and react accordingly. If you’re not prepared to wait for Pay Per Gaze to become a reality, if it does (although if you are a realist it’s only normal to expect Google to want to make a few millions from advertising through the next step in wearable computing) then there are other Pay Per Click alternatives to talk to your digital marketing agency about. For the full news on Pay Per Gaze read more at Mashable and AllGeek.TV .   Will it just be Google Glass? It remains to be seen whether Google’s Pay Per Gaze patent will give them a complete monopoly on the head mounted device PPC industry, but there are certainly smart eyewear competitors to Google Glass emerging as Digital Trends reports:   Sony Smart Glasses Sony does already produce 3D glasses for gaming, but has filed patents in 2012 for devices capable of transmitting information to others and a pair of glasses with displays for both eyes.   Microsoft Glass Microsoft filed a patent in 2011 which included layering information on top of live action events and their other patents have included Xbox and Gaming smart eyewear.   Apple iGlass The competitor round-up would not be complete without an addition from Apple, who have filed much more vague patents which suggest they have been researching the area but are more likely to hit the market with an iWatch sooner. The report also includes potential products from lesser-known players and products, with some capabilities already on the market like gaming glasses and those which incorporate digital cameras but which have far less potential so far to send to you running to your digital marketing agency to initiate a Pay Per Gaze campaign. *** Having established his career in digital sales and marketing,  Duncan Cumming formed his own digital marketing agency. Along with the running of his business, Duncan spends time writing informative and helpful articles about the different areas of online marketing. Continue reading

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Infographic: Internet Privacy, Killing Bills

HostGator will always support a free and open Internet.  As such, we oppose all legislation that isn’t properly written to avoid removing any existing rights or liberties that need not be removed from the general populace in an effort to limit the abilities of those with nefarious intent.  In other words, we want laws that punish the bad guys without also punishing the good guys.  This can be accomplished via the passing of intelligent legislation.  In the interim, we have experienced the proposed bills outlined in the following infographic: Internet Privacy, Killing Bills via HostGator Continue reading

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Video Marketing 101: Video Creation Tips and SEO Basics

Given its effectiveness at reaching audiences, it’s no surprise that video marketing has been around for decades. This informational tool combines pictures, video, audio, and music in a way that engages viewers. In fact statistics show that customers are up to 85% more likely to buy after seeing a product video. Ease of access and low barrier to entry has made video marketing more popular than ever before. Including multimedia on your website makes it more relevant to users, thus more relevant in search engine results. Prep your video to yield the best results possible by following this handy guide.   Creating Video Set the Bar High. The quality of your video matters a lot, so keep the standard high when creating it. Include information that is highly relevant to your audience, and that will make them want to share it with others. Use high quality stock photos, helpful interviews, interesting graphics, and natural transitions. Use a Shorter Format. People who watch videos online behave differently compared to, say, someone watching an infomercial on T.V. Web surfers tend to watch shorter videos, and can easily click off of a page if they find it boring or irrelevant. For that reason, shorter video formats usually do well with online viewers. If you have existing promotional video, consider making it into a series of short videos. Each one should be two to four minutes long. You can do this with programs like Windows Movie Maker, Adobe Premier Pro , and Final Cut . Of course, this might not apply to all situations. You might have video that you want to keep in one piece, like a video tutorial, so use your own judgment.   Search Optimization Make Video Visible. Research has shown that video performs best when both embedded on the main website and hosted on YouTube. Video hosted directly on your website is a strong draw for traffic. You utilize Google’s network and gain stronger search rankings by also hosting it on YouTube. Uploading your video to both YouTube and your website makes it work twice as hard. Add Meta Data. It’s not uncommon to see videos on YouTube with blank descriptions and no tags. In terms of SEO, this is a wasted opportunity. You should always include a keyword-rich description and use appropriate tags. You should also use keywords in the title of the video if appropriate. Use informational keywords to gain credibility for your video (instead of transactional keywords, which people search for when they want to buy).   Notice the keywords included in this description, including cities and services offered.   Make a Transcript. Creating a video transcript for longer video serves two purposes. First, it’s there for those who would rather read than watch the video, or who would like to find a specific piece of info without having to watch. Second, it’s more useful content to add to your page, which search engines are always looking for. Avoid Flash. Flash isn’t compatible with iDevices, so consider using HTML templates instead, unless your page is otherwise optimized for iOS and has a video thumbnail image. Use Appropriate Markup. Using appropriate markup for your page will get your video a rich snippet in search results. Use schema.org to find the markup to use. If you have WordPress you can also use the All-in-One Schema.org Rich Snippets plugin for your blog. Among other things, you can use schema to create a video sitemap.  A sitemap is a document that tells search engines all about the pages on your website. A video sitemap tells search engines to index the videos on your page. If you use Google Webmaster Tools, you can also create a video site map this way. Include a title, description, and thumbnail for each video. Without the sitemap, the search engine might index the page the video is located on, but not the video itself.   Rich snippets display the video thumbnail with a title and description.   Top Off With Social Media. When you’ve got your video prepped and ready to go, share it all over your social media outlets. The first 48 hours of a video release are most critical for social media engagement. You might want to share it on Twitter multiple times throughout the day, or during the times you know your customers will most likely see it. And of course, make your video content shareable with very visible social share buttons.   The rampant popularity of YouTube has shown just how powerful video is for catching people’s attention. Video marketing packs a powerful punch, and can contribute richly to your company’s bottom line. Never has it been easier to make a case for your brand in just a couple of minutes. Continue reading

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